Managing innovation is like competing in an Olympic Pentathlon-excellent performance in one sport will not win you the medal. Top performance in five key areas-ideation, prioritization, implementation, strategy, and people and organization-is essential to success in today's ever-changing business landscape.
The 4th edition of Goffin and Mitchell's well-loved textbook is the go-to resource for students determined to understand the complex field of innovation management. Structured around the authors' original Innovation Pentathlon framework, the textbook covers not only what innovation is, but why it is important and how it can be managed. Built upon the authors' extensive experience in teaching, research, consultancy and industry, and with case studies covering companies from Tetley Tea to Singapore Airlines, this textbook is a vital resource for students aiming to succeed in both their academic and professional lives.